2. @scott_dodge
ABOUT ME
SEO @ThreeDeep.
Car Guy.
Hater of Sports.
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@scott_dodge
@threedeep

3. @scott_dodge
AGENDA
Caring about Content
Approaching Content Differently
Developing an Actionable Content Development Roadmap
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4. Confidential and Proprietary Information
ch

5. Confidential and Proprietary Information

6. @scott_dodge
CONTENT IS A WEIRD THING.
It’s a buzzword to some, and a lifeblood to others.
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7. @scott_dodge
SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH.
“Um…. I’ll just have the burger.” 7

8. @scott_dodge
PEOPLE HAVE VARYING LEVELS OF UNDERSTANDING.
Content = Blog posts!
More blog posts = more traffic!
Content = more traffic!
*Rapid crapsourcing ensues
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You can’t say that!
That needs to go through legal.
That needs approval from the CEO
and his Grandmother.
*Nothing gets done

9. @scott_dodge
HERE’S WHAT WE HAVE TO DO.
k
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10. @scott_dodge
STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY.
What makes a car good?
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11. @scott_dodge
THINK ABOUT IT AS A CULMINATION OF MANY FACTORS.
It’s a combination of quality (power, handling,
reliability, styling) and most importantly,
RELEVANCE.
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=
=

12. @scott_dodge
A QUANTUM LEAP.
Change is haaaaard.
Crapsourcing content is easy and cheap. 12

13. @scott_dodge
CRAPSOURCING.
Here’s what crapsourcing gets you.
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14. @scott_dodge
MANY DON’T EVEN KNOW WHERE TO BEGIN.
So… there’s this content thing that I’m supposed
to be doing… 14

15. @scott_dodge
LET ME SHOW YOU THE WAY.
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16. @scott_dodge
STEP 1 – START CARING.
The first step in any Content Development project
is to actually CARE. 16

17. @scott_dodge
STEP 2 – PRIORITIZE AND FOCUS.
Start breaking down key service lines, product
categories or markets.
This will help make execution less intimidating.
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18. @scott_dodge
STEP 3 – UNDERSTAND THE CUSTOMER.
To ensure you’re developing content that resonates,
make sure you have some semblance of
understanding your customer, their interests, and
their desires.
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19. @scott_dodge
STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES.
The most important step, and the focus of this
presentation entails building a roadmap of
keyword themes.
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20. @scott_dodge
STEP 5 – EXECUTE.
The final step in this process is to execute.
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21. 21
Pen and Paper
Scrapebox
Adwords Keyword Tool / Planner
Excel
Your Brain
The Players

22. @scott_dodge
PEN AND PAPER.
Start with focus area #1. Grab a pen and paper, and
start sketching out the customer path to conversion.
This is where customer understanding is vital.
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23. @scott_dodge
REFINE A BIT.
Start to refine, and go into a little depth in each of
these areas. 23

24. @scott_dodge
TRANSLATE TO SEED KEYWORDS THAT WILL GROW INTO
THEMES.
Translate these barely legible ramblings into
something a living, breathing human would
actually search for.
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25. @scott_dodge
FIRE UP SCRAPEBOX.
Dump these seed keywords into Scrapebox
Suggest Scraper. 25

26. @scott_dodge
RE-SCRAPE LIST A COUPLE TIMES.
Review the scraped list. If you feel like it, remove a
few non-applicable KWs. Transfer left, and re-
scrape.
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27. @scott_dodge
DUMP LIST INTO ADWORDS KEYWORD TOOL
Once you have the big list, dump them into the
Adwords Keyword Tool / planner / whatever
they’re calling it now.
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28. @scott_dodge
TAKE NOTE OF HOW HIGH-VOLUME KEYWORD INTENT
DIFFERS.
These will start to inform your main themes, which
you can then begin to break down. 28

29. @scott_dodge
EXPORT INTO EXCEL, BREAK IT DOWN.
Get sorting. Look at your high-volume keywords,
and search for related keywords to create
detailed keyword themes.
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30. @scott_dodge
BBBBBBBREAK IT DOWN
Pretty easy to understand what you need to do,
and how to prioritize it, right?
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31. @scott_dodge
A WILD ROADMAP APPEARS…
Right in front of your eyes, this information-
overload turns into an actionable outline that
you could get started on TODAY.
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32. @scott_dodge
EXECUTE AND ENJOY!
Execution is up to you. Turn this into an editorial
calendar, use it to break down a new service line
section, or create a wiki-style monster resource page.
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33. 1. Content is important.
Care.
2. Map out a conversion
path.
3. Use ScrapeBox & KW Tool
to get a monster list of
KWs with volume.
4. Break down KW list into
themes, and execute!
@scott_dodge

34. @scott_dodge
@threedeep